So many factors impact the floral industry but here are just a few we’ve found to be very much in play right now. Have more? Let’s here about them!
Growing “Personal & Self-Gifting” Trend: In 2024, “personal & self-gifting” accounted for the largest market share (over 58%) in the U.S. floral gifting market. This trend is driven by post-pandemic wellness and self-care practices, particularly among adults aged 25-34 and Gen Z. This indicates a strong and consistent demand for flowers outside of traditional gifting occasions.
Shift to Everyday Purchases: Consumers are increasingly buying flowers for everyday enjoyment, self-care, and as spontaneous gestures, rather than solely for major holidays. This moves flowers from a “special occasion” item to an “everyday wellness” or “home decor” item. (We see you That Flower Feeling!)
Overall Market Growth: The U.S. floral gifting market was valued at USD 12.18 billion in 2024 and is projected to reach USD 16.81 billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 5.52%. This overall growth is influenced by factors like personalization, health & wellness trends, and micro-regionalism, all of which align with the concept of micro-holidays and micro-trends.
Bouquets and Roses Driving Everyday Sales: Even during non-holiday periods, bouquets and roses show consistent sales growth, indicating their role as everyday powerhouses. For example, a report from March 2025 showed bouquets with a +6.5% dollar change and +4.9% unit change, and roses with +9.7% dollar change and +9.5% unit change in a four-week period that had minimal major holiday impact.
Younger Generations’ Influence: Gen Z and Millennials are particularly keen on giving flowers as gifts and appreciate the aesthetic and emotional value of flowers. They are more likely to have flowers on their shopping lists regularly, suggesting that tailoring strategies to these demographics for micro-holidays can yield positive results.
Opportunity for Consistent Sales: While major holidays account for significant spikes (e.g., Valentine’s Day 28% of dollar volume, Christmas/Hanukkah 29%, Mother’s Day 24%), there’s a large portion of the market that is not tied to these traditional peaks. Capitalizing on micro-holidays helps to smooth out the highly seasonal sales patterns and generate revenue during traditionally slower periods.
In essence, while a precise “X% increase from micro-holidays” figure is elusive, the market trends strongly suggest that retailers who actively promote flowers for everyday moments and smaller, relevant occasions will tap into a significant and growing segment of the floral market, contributing to the overall market growth and a more stable revenue stream throughout the year.